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Sector Marketing

Module name (EN):
Name of module in study programme. It should be precise and clear.
Sector Marketing
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Management Sciences, Master, ASPO 01.10.2018
Module code: DFMM-MAMS-230
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
6
Semester: 1
Mandatory course: no
Language of instruction:
German
Assessment:
Written exam (120 minutes / can be repeated semesterly)

[updated 20.11.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFMM-MAMS-230 Management Sciences, Master, ASPO 01.10.2018 , semester 1, optional course
MAMS-230 (P420-0027, P620-0130) Marketing Science, Master, ASPO 01.04.2016 , semester 2, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Frank Hälsig
Lecturer: Prof. Dr. Frank Hälsig

[updated 17.08.2020]
Learning outcomes:
  After successfully completing this module, students will,
- be able to explain the significance and particularities of business-to-business marketing, service marketing and trade marketing.
- be able to adapt the design options in marketing for companies in various sectors.
 
- be able to analyze and evaluate marketing approaches for different business groups within the different sectors (business areas, service typologies).
 
- be able to explain market structures and particularities of purchasing and procurement behavior and illustrate them using specific company examples.
 
- Based on these examples, students will be able to make and justify implementation recommendations for management, market development and customer interaction.
 
Services marketing:


[updated 20.11.2019]
Module content:
 
 
- Measurement and management of service quality (GAP and SERVQUAL models)
- Strategic and instrumental features in service marketing
 
  
Trade marketing:
 
- Market structure and internationalization in trade
- Manufacturer-dealer relationships
- Functions of trading in particular against the background of transaction cost theory
- Options for designing instruments, in particular assortment policy,
  Multi-Channel Retailing
  
Business-to-business marketing:
 
- Significance, delimitation and special features of business-to-business goods marketing   
- Organizational procurement behavior
- Marketing approaches according to business field typologies in business-to-business marketing


[updated 20.11.2019]
Teaching methods/Media:
Lecture with exercises and case studies.

[updated 20.11.2019]
Recommended or required reading:
-        Backhaus, K., Voeth, M.: Industriegütermarketing, latest edition, München.
-        Bruhn, M., Meffert, H. (Hrsg.): Handbuch Dienstleistungsmanagement, (latest edition), Wiesbaden.
-        Bruhn, M., Meffert, H. (latest edition): Dienstleistungsmarketing, Wiesbaden.
-        Bruhn, M., Stauss, B. (Hrsg.): Dienstleistungsqualität: Konzepte, Methoden, Erfahrungen, (latest edition), Wiesbaden.
-
        Kleinaltenkamp M., Plinke W.: Strategisches Business-to-Business-Marketing, latest edition, Berlin.
-
        Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1998): SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, in: Journal of Retailing, 64 (1), 12-40.  
-
        Pförtsch, W., Schmid, M. (latest edition): B2B-Markenmangement: Konzepte _ Methoden _ Fallbeispiele, München.
-        Zentes, J., Swoboda, B., Foscht, T. (latest edition): Handelsmanagement, Wiesbaden.
-        Zentes, J. (Hrsg.): Handbuch Handel, (latest edition), Wiesbaden.


[updated 20.11.2019]
 
[Mon Dec 23 12:58:33 CET 2024, CKEY=msmxm, BKEY=dms3, CID=DFMM-MAMS-230, LANGUAGE=en, DATE=23.12.2024]